The sector that generates the most tourism, as determined by the Center for the Promotion of Imports from Developing Countries (CBI), which is a division of the Dutch Ministry of Foreign Affairs, is MICE. The global MICE market generated 916 billion USD in revenue in 2019 and is anticipated to increase to 1,439 billion USD by 2025. The revenue is anticipated to reach 1780 billion USD by 2030. Europe is the largest MICE market in the globe, whereas Asia is placing a greater emphasis on MICE tourism.
ADVANTAGES OF VIETNAM
VIPS of Vietnam are invited to partake in a business-sponsored tourism event known as “MICE guests.” Portraits of MICE guests from around the globe frequently feature high-profile VIPs who hold influential positions, have substantial financial resources, or possess considerable bargaining power. MICE excursions frequently feature conferences at four to five-star hotels and resorts that provide superior services. They must also accommodate consumers who expect service of the highest calibre.
Dr. Le Anh, vice president of the Vietnam MICE Club (an organization affiliated with the Vietnam Tourism Association), remarked that Vietnam had emerged as the preeminent MICE tourism hub in the region prior to the pandemic. Based on data from domestic enterprises, the proportion of MICE visitors at travel agencies ranges from 15 to 20 per cent on average, with certain sizable establishments witnessing this figure surge to 60 per cent during peak months. European MICE visitors constitute the majority at approximately 20%, squandering between $70 and $100 USD per day, whereas Asian visitors exceed $400 USD per day. According to a survey by the Vietnam National Administration of Tourism, the average expenditure of a tourist visiting Vietnam for nine days is $1,200 USD. Therefore, this is a considerable quantity of money to spend.
Vietnam, according to tourism specialists, offers numerous benefits for MICE tourism, including a distinctive culture, delectable cuisine, a lengthy and picturesque coastline, and a varied and secure natural environment. Singapore, despite being the primary destination for MICE tourism in Southeast Asia, is overly contemporary and the majority of visitors are there for shopping. At the same time, MICE visitors seek out opportunities to connect with nature, explore pristine lands, and learn about local culture and life following conferences. Vietnam has every advantage necessary to satisfy this tourist demand.
Post-epidemic, the global economy, including that of Vietnam, will be substantially more challenging from a business standpoint. Although consumers are reducing their expenditures, certain organizations continue to allocate funds for MICE tourism. Therefore, Vietnam has considerable room for growth and profit-making opportunities following this surge of luxury tourists in the aftermath of COVID-19. Additionally, the new electronic visa policy facilitates the application process for group visas, which will undoubtedly increase visitor traffic, particularly by the end of the year. Saigontourist Travel Services Company documented a noteworthy 10% expansion in domestic MICE tourism during the third quarter of 2023, in comparison to the corresponding period of the previous year.
PREMIUM SYNC CONNECTION DEMANDS
As a result of the robust post-pandemic development trajectory, the Vietnam Tourism Association has designated VMC as the sole professional social organization dedicated to event tourism in Vietnam. Nearly a hundred organizations are members of the VMC, which is comprised of event tourism companies and significant suppliers of resorts, dining, transportation, and equipment that cater to this sector in Vietnam. It is anticipated that the establishment of VMC will contribute to the professionalism and consistency of MICE tourism in Vietnam.
Mr. Vu The Binh, Chairman of the Vietnam Tourism Association, stated in the seminar “MICE Tourism: Trends and Opportunities” that the development of MICE tourism is difficult due to the presence of two factors. To begin with, MICE technically necessitates sufficient infrastructure to accommodate large gatherings of thousands of people. Additionally, there is technology. Present applications 4.0 across all domains. As a result, MICE must assume the initiative in implementing cutting-edge technologies to promote MICE tourism communication. Investing in these two factors is necessary. Director of the Institute for Tourism Development Research Nguyen Anh Tuan further stated that developing MICE across the industry necessitates an imminent strategic orientation; participation of communities, businesses, and locations is synchronous and necessary. Mr. Tuan further underscored that connectivity challenges, apart from the aforementioned factors, constitute a pervasive vulnerability in the MICE tourism sector of Vietnam. Serving as an intermediary between locations, enterprises, and service providers. Delegates at the recent MICE and Gulf Region Tourism Development Conference, which was conducted in Hanoi as part of the Hanoi Fall Festival 2023, concurred that the present challenge for MICE tourism in Hanoi and other similar destinations is as follows: Inadequate facilities to accommodate one thousand guests or host major international events is another issue. . .
In addition, the amenities and services required to accommodate this upscale tourist route are extremely limited. Long-term success requires macro policies, as well as guidance and leadership from central and state agencies. The Deputy Director of the Hanoi Center for Promotion, Trade Investment and Tourism, Ms. Nguyen Thi Mai Anh, expresses her desire for increased involvement of travel companies in bridging the gap between the transportation and service sectors in the area. in the future. , location, and golf course… Merging the domains of MICE and golf presents significant benefits, enabling the tourism sector to develop novel offerings that have the potential to generate substantial revenue for the sector at this time. in the future.
As stated by the Director of the Asian Tourism Development Institute, Mr. Pham Hai Quynh, travel companies and service providers must strengthen their ties to particular routes in order to meet the complete scope of tourism requirements and services. draws in focused, concentrated visitors.
Concurrently introducing related services, training professional human resources, investing in MICE, and implementing policies to eliminate constraints are all imperative for the sustainable development of MICE tourism. Foster relationships among service providers, governments, ministries, branches, and businesses; among businesses, promote connections…
